The book also covers sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns.

New to the second edition:

More global focus through new examples, case studies and the experience brought by new co-author, Barbara Czarnecka

Brand new chapter on Culture & Cross-Cultural Marketing, including political unrest and the recent return to nationalism (e.g. Brexit and the Trump presidency) and further coverage of developing countries

This now updated and comprehensive textbook offers a truly global approach to International Marketing and combines classic approaches to marketing (the 4Ps) with new developments in the field (S-DL, for example) alongside broader societal issues and impacts such as digitalization, sustainability, and trade wars and protectionism. A must read for all Marketing and Management students!

Professor Constantine Katsikeas

Editor-in-Chief of the 'Journal of International Marketing', Leeds University Business School, University of Leeds, UK

Will consider as replacement for an older (though updated) marketing foundations text. This is very nicely laid out for a 'modern' reader, boxes, examples, cases etc; and good flow and sequence of topics.

Professor Colin McCulloch

International Finance and Management, Pyongyang University of Science And Technology